We're an agency with deep expertise in helping brands find their compelling point of difference. For more than 25 years we’ve paired strategic tools with beautiful design solutions to help business stand-out, transform and grow.

Adidas & Alexander Wang second collab breaks the retail rules

Following-on from their first collaboration in 2016, Alexander Wang and adidas have again steered clear of a standard retail approach. Last year’s collaboration was released through pop-up trucks in New York, London and Tokyo. Staying true to their disruptor brand proposition, Wang and adidas launched this new range through ‘text-to-buy’.

On the evening of the release, Manhattan was plastered with posters – each featuring the product code from a different piece of clothing from the range and a phone number for people to text through their order, with the outdoor posters clustered around the Clarkson & Greenwich St hood. The drop was scheduled for midnight on July 29th, delivered by bike messengers decked-out in the new collection the following day.

Wang wanted this collection to “pay homage to rave culture and cyclists”, a theme captured in the brand release video directed by Ryan Staake as a teaser for the collaboration’s release. For the rest of us the collection released globally this week and is available online.